A controversial estate agent and former head of an online agency is urging agents to knock on the doors of vendors using rival companies and try to poach instructions.
Russell Quirk, now a joint holder of a Keller Williams franchise and best known as the controversial former chief executive and founder of online service Emoov, says it’s key to remember that 50 to 60 per cent of homes sell through the second agent for which they are instructed.
“Knock on this doors and you’ve got a six in 10 chance of that property coming to you and you potentially selling it” he tells industry commentator and consultant Christopher Watkin in a video interview.
When challenged by Watkin, saying that agents don’t knock on doors, Quirk says: “Why the hell not? … People are scored of doing it, but do you know what? I do it now.”
Quirk’s Keller Williams operation in Essex - which he runs with relative Anthony Quirk, who founded online firm HomeSeller, and Mark Readings, who founded pioneering online company House Network - has itself been touting in his very local area, he admits.
“So I’ve been sending stuff out to people I know through emails, and I’m using software…to identify all the properties that are on the market. Then you can contact them, you can door knock them, and you stand a decent chance of getting them home on the market at no acquisition cost” continues Quirk.
He says other agents don’t do that because there’s a culture against it - “that’s not what we do” - but his analysis is that agents are too scared of rejection to deploy such a tactic.
Quirk also says that, with some exceptions, the agency industry has become lazy because of increased reliance on PropTech.
“Having seen all sides of agency and having been in other industries … what strikes me is that - particularly true of online agents - is that the entire acquisition strategy or marketing is all about spending loads of money on things like Facebook and Google Adwords … Literally the agent then sits there in their branch or call centre and wait for those leads to drop in their laps.”
There’s plenty more in the eight minute video interview beyond these points. As ever, Quirk is forthright and provocative, and Christopher Watkin - who has kindly made the interview available to Estate Agent Today readers on an exclusive basis - teases out the key points. You can see the interview below.